Destinations International Convenes 2026 Marketing & Communications Summit, Unveils Destination Reputation Study
Record-setting event equips marketing and communications leaders with actionable insights for a complex global landscape
CLEVELAND, Ohio, U.S. (Feb. 27, 2026) – Destinations International (DI), the world’s largest and most respected association for destination organizations, convention and visitors bureaus (CVBs) and tourism boards, convened marketing and communications leaders from around the world this week in Cleveland, Ohio, for its annual Marketing & Communications (MarCom) Summit. The premier event brings together travel storytellers, brand builders and strategic communicators to connect, engage and ignite bold new ideas for destination marketing and communications in an era of rapid change.
Under the theme “EXPLORE: A New Era for Destination Storytelling,” Summit sessions, panels and interactive learning experiences focused on emerging trends in AI, advocacy, economic and social disruption, and evolving traveler expectations to equip destination marketing and communications professionals with practical strategies to navigate today’s complex landscape.
A highlight of the Summit was the unveiling of DI’s latest research, Destination Reputation: Impact on the Traveling Consumer’s Considerations, which explores how leisure travelers in the United States and Canada process and respond to reputation-related issues during trip planning. Based on structured traveler conversations and advertising response testing, the qualitative study identifies consistent themes in how issues such as safety, severe weather, politics and media coverage enter the consideration process. The report was supported by the DI Foundation and is available online.
“The annual Destinations International Marketing & Communications Summit offers destination leaders timely insight and practical strategies in a complex and shifting environment,” said Don Welsh, president & CEO of Destinations International. “This year’s record attendance of 475 attendees underscores the essential role these storytellers, brand leaders and communicators play in shaping reputation, building trust and driving impact for their destinations.”
Keynote speaker Allison Howard, president of business operations for Cleveland WNBA and chief commercial officer of Rock Entertainment Group, offered insights on redefining destination success through a “For More Than Profit” lens. Her message — that sport, culture and community can be powerful unifiers — resonated at a time of global sporting events and milestone moments including the FIFA World Cup and 2028 Los Angeles Olympics and Paralympics.
Throughout the Summit, attendees participated in peer networking, collaborative workshops and expert-led sessions designed to drive innovation in destination storytelling, elevate marketing impact and reinforce the strategic role communications plays in strengthening destination reputation.
A consistent theme echoing through the sessions was that marketing and communications today goes beyond promotion to impact and reputation. Destinations must articulate not just why visitors should come, but how tourism strengthens communities, supports local businesses and enhances quality of life for residents.
At the closing session, it was announced that DI’s 2027 Marketing & Communications Summit will take place in Miami, Florida, February 23-25, 2027.
Tim Smith is a strategic communications leader with over 20 years of experience across government, industry, agency, and association sectors. He has held senior roles at Delaware North, APCO Worldwide, and Edelman, and served abroad as a U.S. diplomat promoting trade and investment. As Vice President of Communications, he leads strategy to elevate brand, support the association’s mission, and engage global stakeholders. Tim is active in civic and professional organizations and has served on multiple boards. He lives outside Buffalo, New York, with his wife and has three grown children.